Exploring the influence of cognitive biases on value proposition perception in B2B markets - The effects of framing in buyer-seller value proposition communication
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URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
93+27
Series
Description
Thesis advisor
Asikainen, Sanna-KatriinaKeywords
value proposition, value perception, value co-creation, buyer-seller relationships, framing effect, cognitive bias